CUSTOMER LIFETIME VALUE, nice
•Download as PPT, PDF•
2 likes•318 views
Recommended
Recommended
More Related Content
More from Leadership for Directors | VPs of CRM & Analytics in the Greater New York City Area
More from Leadership for Directors | VPs of CRM & Analytics in the Greater New York City Area (19)
CUSTOMER LIFETIME VALUE, nice
- 1. What is Customer Lifetime Value? 1 Observation Date History-to-Date RFM, Product Affinity, Longevity, ROI, Etc. CCVV == OOBBSSEERRVVAATTIIOONNAALL PPVV == PPRREEDDIICCTTIIVVEE CV - Current Value Current value to date of customer Propensity Measures Redemption, Response, Brand Switches, Defection, ROI, Etc. CLTV = CV + PV PV - Potential Value Remaining potential value of customer - sometimes called Residual Value
Editor's Notes
- Two groups – descriptive and predictive. Descriptive – describes an event or profiles a file – Cross purchase – what products are being purchased and what is the affinity between different products. Trade area – store of residence, store of purchase. Predictive – can truly make a difference by utilizing different variables and elements -